Wpromote’s annual State of B2B Digital Marketing Trends Report provides insight into a critical moment for the industry, as rapid pandemic-driven digital transformation reaches a climax, privacy changes data is accelerating and economic uncertainty is starting to impact budgets.
Wpromote, which was recently named Adweek’s second-fastest-growing agency, teamed up with research firm Ascend2 to survey 321 B2B marketing professionals representing U.S. businesses generating more than annual revenue. of $5 million, with 50 or more employees. The tailored questionnaire looked at large-scale strategic priorities and challenges as well as specific channels, tactics and trends.
The overall picture was optimistic: 74% of B2B marketers expect budgets to increase in the coming year, up from 68% last year in 2021. Half of them named social media as the most revenue-generating channel, with 52% planning to increase the social budget. .
But significant differences emerged between different groups, including top marketers, CX specialists, executives, and more, including:
- More than two-thirds (67%) of top B2B marketers are fully prepared for the impending data privacy changes, while only 36% of marketers feel fully prepared.
- Nearly half (48%) of B2B marketers delivering the best customer experiences prioritize first-party data compared to 17% of other marketers.
- Leaders placed retention as their second most important goal after revenue, but that failed to even make the top five for the rest of the field.
Christine Schrader, chief content officer at Wpromote, noted that “the biggest competitive differentiator that emerges from the 2022 data is between B2Bs putting in place the right strategies and technologies to drive long-term sustainable growth and the rest of the They focus on lifetime value as a key performance metric, invest in comprehensive marketing, and prioritize first-party data.These companies will be tough to beat because they operate at the level of top B2C marketing teams.
The report outlines three key areas to highlight with additional insights from the agency’s experts: lead generation, customer experience, and data privacy. Get the full report and analysis of survey data here.
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